SLO | EN

Objectives and competences

Student is going to: • know role of marketing, • know the marketing goals, • know the purpose of marketing communication • understand the marketing channel dynamics, • know the implementation of digital marketing.

Content (Syllabus outline)

• the role of marketing, • target marketing, • buying behaviour of customer, • market segmentation, • evaluating the market potential, • differentiation, • brand, • market view of service environment, • marketing trails, • place for service execution, • marketing communication, • org. of marketing activities, • mouth to mouth marketing, • research of the market, • the essence of marketing strategies, • digital marketing.

Learning and teaching methods

• lectures, • tutorial, • discussions, • individual work, • group work, • solving e-tasks.

Intended learning outcomes - knowledge and understanding

After successful completion of the course, the student will be able to: • know the role of marketing, • understand the essence of the marketing's concept, • know the marketing models, • know the variables of marketing mix, • understand the implementation of digital marketing.

Intended learning outcomes - transferable/key skills and other attributes

Aplication of the marketing basics,use of the elementary tools of marketing, creating marketing mix variables

Readings

• Vukovič, G. in Završnik, B. (2010). Marketing. Kranj: Moderna organizacija • Devetak, Gabrijel (2000): Evropski marketing storitev, Moderna organizacija, Kranj • Kotler, Philip (2004): Marketing management, GV založba, Ljubljana • Izbrani članki/Selected articles • Chaffey D. L&ELLIS-Chadwick, F. 2016 DIGITAL MARKETING

Prerequisits

• no prerequisites

  • red. prof. dr. GORAN VUKOVIČ, univ. dipl. org.

  • Oral examination: 70
  • case studies: 30

  • : 51
  • : 24
  • : 105

  • Slovenian
  • Slovenian

  • ORGANIZATION AND MANAGEMENT OF HUMAN RESOURCES AND EDUCATIONAL SYSTEMS - 2nd